Internal sources of Kommersant report that the Swedish company Tele2 AB refused to renew the agreement with Tele2 Russia to use the Tele2 brand. The agreement was signed in 2013. The agreement will expire next year, so the company is preparing to rebrand and change its name.

Tele2 Russia planned to discuss the extension of the agreement at Mobile World Congress 2022 in Barcelona, ​​but due to events in Ukraine, plans to discuss the deal fell through. The source of the publication noted that sanctions against Rostelecom, which consolidated Tele2 in 2020, also contributed to the refusal to renew the contract. “The transition to the Rostelecom brand was not discussed, since it is firmly connected with the fixed-line communications market,” one of Kommersant's sources said.

There is no exact information about the new name of the operator. However, the publication indicates that at the moment Tele2 Russia has registered more than 20 domains, including: t-plus.rf, tplusshop.ru, tplus-login.ru, tplus-lk.ru, tplusru.ru and t2mobile.ru, t2official.ru, t2russia.ru and t2-mobile.ru. All domains play around with the names "T2", "T-plus" and "t2you". Aleksey Andreev, managing partner of the Depot branding agency, expressed the opinion that the company will try to create a brand as close as possible to Tele2 so that customers do not feel the substitution. The cost of renaming and rebranding can be about 15-30 million rubles, the cost of registration of sales offices - up to 100 million rubles. The total cost of advertising, according to analysts, can reach 500 million rubles per season.

In response to a request from Kommersant, the Tele2 press service said that the company would “use the brand under an existing agreement, the terms and conditions of which were not disclosed. Any speculation about changing the trademark is speculation against the backdrop of current events and fake.”

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